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Tablet Ad Formats Study

Tablet Ad Formats Study . Methodology. Quantitative Ipsos ran a survey of 1,000 respondents completed on their tablet 9 ad formats embedded in a mock newspaper page from Celtra platform Qualitative 4 day blogging exercise with 8 tablet owners

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Tablet Ad Formats Study

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  1. Tablet Ad Formats Study

  2. Methodology • Quantitative • Ipsosran a survey of 1,000 respondents completed on their tablet • 9 ad formats embedded in a mock newspaper page from Celtraplatform • Qualitative • 4 day blogging exercise with 8 tablet owners • Respondents asked interact with a range of static, animated and interactive ads on their tablets from publications including Wired, Vogue and Vanity Fair Source: IAB Tablet Ad Format Study July 2012

  3. The 9 formats Source: IAB Tablet Ad Format Study July 2012

  4. There is an expectation for advertisers to be on tablets “I expect my favourite brands to be advertising on tablet computers” Source: IAB Tablet Ad Format Study July 2012

  5. The majority would rather have ad funded content 26% Prefer higher upfront cost with fewer ads 61% Prefer lower upfront cost with more ads 5.98 Average score Source: IAB Tablet Ad Format Study July 2012

  6. The more dynamic & interactive the tablet ad, the better they perform Interactive 48% Interactive 40% Interactive 44% Animated 42% Animated 33% Animated 39% Static 20% Static 21% Static 13% Engaging Memorable Innovative Interactive 32% Interactive 19% Animated 36% Animated 21% Static 56% Static 32% Boring Ordinary Source: IAB Tablet Ad Format Study July 2012

  7. Consumers see it as the future Advertising on tablet computers is the future of advertising Source: IAB Tablet Ad Format Study July 2012

  8. Summary • Consumers already expect to see tablet ads and like ad funded models • Interactive formats create a connection- consumers like to ‘get their hands dirty’ with tablets • Although consumers expect more from tablet ads, the old rules of advertising still apply. Context is king. iabuk.net/contact

  9. Thank You alex@iabuk.net

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